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chatting with each other. Why? Because they’re in our
environment and sharing that moment together.”
With the broad appeal of Davidoff’s brand, who ex-
actly is Davidoff targeting? Even though it’s a luxury
brand, it’s worked hard the past few years to create a di-
verse portfolio that has something to offer anyone inter-
ested in cigars. “Each of our brands has its own unique
personality. We all know the biggest part of the market
is the lower-priced cigars. We have Cusano, which is a
great cigar and great value for the money. The boldness
of Camacho is captured through its packaging, market-
ing and the smoking experience. AVO is a little bit more
laid-back and sociable, intended for a group of friends
enjoying a relaxing evening who will savor every note of
that experience. I think we’ve spent quite a bit of time
understanding and defining each of the brands and their
unique roles. We’ve got something for everyone, for ev-
ery occasion, and for every person who enjoys cigars.”
Hoejsgaard takes it a step further, speaking of how
such a diverse portfolio draws aficionados to Davidoff’s
brands and into its retail stores. “An aficionado has noth-
ing to do with wealth. It is about what you appreciate,
and I think premium cigars are really the democratiza-
tion of luxury, because maybe the plumber can’t afford
it every day but he can certainly afford it once in a while.
We are all aware of amazing friendships that have been
made across social demographics because people have
this appreciation for great cigars and wine.”
While the U.S. Food and Drug Administration (FDA)
may be working hard to slow new product releases, there’s
no sign that innovation and creating new experiences and
retail spaces for Davidoff fans will cease any time soon.
“With the FDA regulations, there will be a slowdown not
in innovation but in terms of the speed at which we can
bring new products to the market. With Davidoff being a
global company, obviously there will be no change to the
pace of innovation because we still have to feed Europe,
Asia and everywhere else,” comments Hoejsgaard.
“We are looking at our entire portfolio and, as things
become clearer from a regulatory point of view, we can
fine-tune how to continue to delight consumers with
new offerings or bring back some of their favorites,” says
Young. “Our intent is to work hard to get the products
that our consumers have come to love approved. While
that may not be an easy thing to get done, that is our
intention depending on how we get things clarified with
FDA. Davidoff will always have great cigars. Some of
them you may be familiar with, some of them we may
re-familiarize you with. Regardless, we’ll be here.”
TB
An aficionado
has nothing to
do with wealth.
It is about what
you appreci-
ate, and I think
premium cigars
are really the
democratiza-
tion of luxury,
because maybe
the plumber
can’t afford it
every day but
he can certain-
ly afford it once
in a while.
Hans-Kristian Hoejsgaard
JimYoung
[ 38 ]
TOBACCO BUSINESS
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